Who Spend More on Children’S Education: “I” Or “We”?

Lingjiang Tu, University of Texas at San Antonio, USAYinlong Zhang, University of Texas at San Antonio, USA

Three studies showed that interdependent self-construal induced more parental education spending than independent self-construal, and this effect was reversed when parent’s failure was primed. Further the moderating role of failure on self-construal effect was mediated by parental identity salience.